Marketing plan for Cosma Fashion Brand

Journal Title
Journal ISSN
Volume Title
Cosma Fashion Brand was established in 2018 by Brenda Dzandu. The business produces high-end outfits that are simple yet unique with a target market consisting of middle-income earners in Accra, Ghana. The business seeks to increase its sales and the number of its customers but is having trouble doing so. The purpose of this project is to develop a marketing plan for the business to help it achieve its goal. Initially, the owner believed that the business’s inability to meet customer demand could be a major reason why the business has been unable to improve its sales and customers. Hence, research was conducted to test the viability of this assumption. The research was also meant to uncover any underlying factors that may be preventing the business from achieving its goal. Semi-structured interviews were used to collect the necessary data for research. The interviewees consisted of the business owner, her employee, and customers. After analyzing the data using the thematic approach, it was revealed that meeting customer demand was a problem caused by understaffing in the business. Thus, the root cause of the business’s struggle to meet its goal was understaffing. The research also uncovered the underlying problem of the owner’s inexperience as a manager and leader. The solution suggested to address the management issue was the Blake and Mouton Management Grid. Understaffing was addressed under the ‘People’ aspect of the 7Ps marketing model. Additionally, the 7S marketing model was added to supplement the 7Ps model and provide a wholesome marketing plan. Successful implementation of the proposed marketing plan would likely help Cosma achieve its goal of sales and customer growth.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
marketing models, fashion industry, SME